How To Revive A Dinosaur

These are trying times for NBC. Only a couple of years ago, the network was the undisputed Goliath among the broadcast TV networks, with shows like Friends, ER, Frasier, and the various Law and Order franchises dominating the prime time ratings. Of late, though, NBC has fallen to third place on the ratings totem pole, below CBS and ABC. And while new series such as the phenomenal Heroes may signal a reversal of the network's fortunes, execs there are conceding "must see TV" ain't what it used to be.

Last month, NBC announced sweeping realignments that included major cutbacks in their news department, as well as a shift in their primetime strategy. The opening 8PM (EST) slot will be relegated to game shows along the lines of Deal or No Deal, and low cost reality series. It's a risky gambit at best. While lower cost programming may increase ad revenue in the short term, it could place the Peacock in a precarious position. By eliminating sitcoms and dramas from the opening slot, the network may find itself scrambling for a series potent enough to stand on its own without a strong lead-in.

NBC Universal remains undaunted, however. Their new business plan, dubbed NBCU 2.0, recognizes the limitations of broadcast TV in the new landscape of ad revenue, and refocuses the network's direction to the frontier of digital distribution. “Success in this business means quickly adjusting to and anticipating change. This initiative is designed to help us exploit technology and focus our resources, as we continue our transformation into a digital media company for the 21st century,” said Bob Wright, chairman and CEO of NBC U, in an official press release.

A part of that transformation was the November 9 launch of DotComedy, a broadband channel drawing on NBC's "rich heritage of comedy," according to Jeff Gaspin, President, NBC Universal Cable Entertainment, Digital Content and Cross-Network Strategy. ( I have to wonder. . . can he actually remember that entire title?) While the content of the site is hardly groundbreaking, it may afford a glimpse into the future of network television. All the networks, including the basic cable outlets such as Comedy Central and the Cartoon Network, have utilized the Internet to promote their product for some time now, even offering full episodes of series via the Web. But with DotComedy, NBC Digital has upped the ante, offering original programming exclusive to the Internet.

I've been casually poking about DotComedy for the past week, and it looks promising. Mind you, I said promising, not great. True, it does offer some original programming, ranging from the puerile ("Double Dragon") to the slapstick ("Easter Bunny Begins") to the outright funny ("The Quest for Length") in its "Digital Shows" section. That's offset, though, by the "TV and Movies" page, which exists as a promo for SNL and upcoming Universal theatrical comedy releases. "Stand Up Straight" serves up, as one might expect, stand-up comedy clips, and "Totally Viral" is a smorgasboard of videos in the vein of YouTube. "Sitcom Flashback", I think, has the potential to lure repeat visits. Besides episodes of old standbys Leave It to Beaver and The Munsters, it goes deeper into the archives to offer episodes from cult classics like Dream On and Significant Others. There's also a "User Made" section, parked for now, vacant as it awaits submissions.

Article Author: Ray Ellis

Ray Ellis is a freelance writer who has been dissecting pop culture and its effect on how we view ourselves for over twenty years, ruffling feathers and dragging unsuspecting pedestrians along for the ride whenever possible.

Visit Ray Ellis's author page — Ray Ellis's Blog